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 Analytics

Targeting Video Series: Michele Fitzpatrick, SVP, strategy and insight, The Agency Inside Harte-Hanks

February 08, 2012

Michele Fitzpatrick, SVP, strategy and insight, The Agency Inside Harte-Hanks, discusses consumer targeting with Direct Marketing News
 

Plug-ins: Email Marketing

February 01, 2012

Email marketing is no longer a one-to-many communications strategy. Today's marketers realize that customized, personalized and timely messages are what drive open rates, click-through and conversion. Consumers expect your messages to cater to their unique interests and purchase patterns. Our experts offer up their best advice to help marketers take advantage of consumer expectations.
 

Innovation positions agencies on top

January 01, 2012

Direct Marketing News spoke with Nick Moore, chief creative officer and EVP of Wunderman, about the trends he sees on the horizon for agencies as they move into the new year.
 

Plug-ins: Social Marketing

January 01, 2012

Our expert columnists this month offer practical advice regarding the most effective ways to use social media to foster greater loyalty among customers, including strategies around providing meaningful content for maximum engagement; how to use data collected to improve targeting in a way that is integrated with other marketing efforts; and how to measure and track social marketing efforts.
 

OgilvyOne names insider regional director

December 20, 2011

OgilvyOne North America has named Harvey Kipnis regional director, said Toni Lee, director of public relations at Ogilvy & Mather Worldwide. Kipnis, formerly managing director of OgilvyOne New York, will be replaced in that role by Dimitri Maex, former managing director of OgilvyOne New York's consulting and analytics group.
 

comScore names VP of marketing solutions

December 09, 2011

Marketing research and digital analytics firm comScore, Inc. has named Bert Miklosi VP of marketing solutions for the consumer packaged goods (CPG) industry, effective immediately. He will report directly to comScore executive chairman Gian Fulgoni.
 

Q&A: Barry Parshall, SVP of product management, iJento

December 07, 2011

Barry Parshall, SVP of product management at Web analytics company iJento discusses channel integration and the benefits of online catalogs.
 

Client defection slams big agencies

Alex Palmer December 01, 2011

Global agency Draftfcb has for two years struggled under the burden of a handful of major client defections, including the Homewood Suites' by Hilton hotel business, State Farm's TV creative, and several Kraft Food brands, most recently Gevalia at the end of October.
 

Marketers ramp up real-time strategies

December 01, 2011

Ask any marketer what it takes to effectively reach consumers in a digitized, mobilized and socialized shopping environment and undoubtedly he will say you've got to target the right consumers with the right message at the right time. Increasingly, however, marketers are going beyond the notion of "the right time" by attempting to target consumers in real time with personalized and segmented interactions.
 

EnergyCAP leverages prospect data to automate email campaigns

November 16, 2011

EnergyCAP needed to find a way to tie prospects to their online behavior.
 

Make a move before your customers do

Jeffrey Boorjian, VP of marketing, Caesars Entertainment November 14, 2011

It is no longer good enough to respond to our consumers' behaviors. We need to have the ability to predict them. We have become a reactive society in our marketing efforts, chasing after customer behaviors like mice after a hunk of cheese.
 

Q&A: Randy Smith, president, ClearSaleing

November 09, 2011

Randy Smith, president of analytics company ClearSaleing, discusses the GSI Commerce and eBay acquisitions and what his company can do to help clients drive customer loyalty.
 

Carlson customizes loyalty programs

November 01, 2011

Hospitality and travel company Carlson relaunched its Goldpoints Plus hotel loyalty program on March 31. The revamped Club Carlson loyalty program featured free in-room Wi-Fi, no blackout dates, rollover nights and complimentary room upgrades, among other benefits.
 

Thanks a lot, Mom: Emotional attachment predicts buying behavior?

October 27, 2011

You may think you're a terrifically unique individual, but I'll bet that if you drive a Honda and enjoy cable TV, there are three shows in this fall's 235-show lineup that you'll *really* dig. And I know exactly which ones they are.
 

Cross-channel cross-selling

David King, EVP of Fulcrum October 19, 2011

Marketers must invest in a cross-channel platform to deliver relevant communications.
 

Q&A: John Lee, director digital marketing and analytics, Flightpath

October 19, 2011

John Lee, director of digital marketing and analytics at digital agency Flightpath, discusses the best ways to marry print and digital marketing and how email can hurt customer relationships.
 

Facebook to launch a brand page analytics tool: DMA 2011

October 03, 2011

Facebook will launch an analytics tool designed to enable companies to measure the impact of brand pages on Oct. 5, said Grady Burnett, VP of global marketing solutions at Facebook.
 

Technology will continue to dictate marketer mission, say top CMOs

October 03, 2011

Whether by way of analytics or social connections with consumers and partners, technology will continue to dictate the missions of brands and the role of the CMO, marketing chiefs of some of the best-known corporations told Advertising Week attendees in New York on Oct. 3.
 

Marketers' demand for social ROI drives analytics moves

September 01, 2011

Marketers are facing a fire hose of social media data, especially as networks like Google+ expand and Twitter explores monetization strategies.
 

Texas theater bolsters email engagement with Facebook

September 01, 2011

El Paso Playhouse has two methods to communicate with consumers: its twice-weekly email newsletters and Facebook. But the theater wanted a way to link the two to grow both consumer bases.
 

Email, social media: marriage or divorce?

September 01, 2011

Industry executives discuss whether email marketing and social media are a match made in heaven and if the two channels complement one another to build lists and new audiences.
 

Listen closely to your social signals

Matt Warta, cofounder and CEO, GutCheck August 22, 2011

Is the buzz around your brand cacophony, or is there a signal in all that noise?
 

Nielsen buys Marketing Analytics

August 09, 2011

The Nielsen Co. acquired Marketing Analytics in a deal that closed August 8. Marketing Analytics tracks and correlates marketing initiatives and product sales to measure ROI.
 

Pitney Bowes launches integrated campaign to promote new services

August 09, 2011

Pitney Bowes has launched a b-to-b direct marketing campaign to promote its electronic billing, marketing and analytics technologies. The effort, created by ad agency Gyro, includes direct mail, social media, online ads, radio spots and events marketing.
 

Do Facebook likes indicate marketer ROI?

July 01, 2011

Chet Barnard, 
CEO of Exit41, and Steve Knapp, director of brand activation and senior partner at Carmichael Lynch, nearly 20 years of agency-side marketing experience, discuss whether Facebook "likes" indicate marketer ROI.
 

Effective tips on analytics marketing

July 01, 2011

Brands need to gain the most from their sales and marketing investments, and now more than ever, proving return on investment is the minimum price of entry to unlocking budget. The most surefire way to gain valuable insight into what's working and why is through marketing analytics, the practice of measuring and managing marketing performance to drive maximum ROI.
 

MarketShare adds Beyer to boost analytics

June 24, 2011

MarketShare has hired Dirk Beyer as SVP of analytics and modeling, with a focus on creating commercial opportunities for the marketing analytics company and improving its capabilities.
 

Google buys PostRank for social analytics

June 03, 2011

Google acquired social analytics company PostRank, a firm that measures social media engagement for online advertisers and publishers, on June 3.
 

Hearst, DMA launch second analytics challenge

Michael Corso May 31, 2011

Hearst Magazines and the Direct Marketing Association will launch the second annual "Hearst Challenge" on June 1. The media company will give a $25,000 prize to the entrant who can best build a model to predict whether a consumer will open or click through an email promotion.
 

Yes, you can effectively measure social marketing

Avi Savar, founder, Big Fuel May 23, 2011

While some brands continue to debate the merits of social media in their marketing mix, others have made tangible strides in measuring these initiatives.